11 of the best PR campaigns and activations of 2020 (according to you)

Each month PRWeek UK picks its top five PR/comms campaigns and asks you, our expert readers, to choose your favourite. Below is a look back at each of the 2020 winners…

11 of the best PR campaigns and activations of 2020 (according to you)

January: McDonald's – Free Fries with Joe Marler

A thrilling two-horse race for PRWeek's favourite campaign in January was won – with more than 850 votes – by a video for McDonald's 'Free Fries on Friday' campaign, featuring England rugby star Joe Marler. The film, by agency Ready10, amusingly parodied typical influencer adverts, as the enormous bearded prop admitted to being "hard and crispy on the outside, soft and fluffy on the inside".

February: Starbucks – #WhatsYourName

PRWeek's Five Campaigns We Liked in February contest was won – with more than half the votes – by Starbucks, with a film to highlight issues that transgender people face in society. #WhatsYourName was produced by Iris is a partnership with Mermaids, a UK-based charity that supports trans, non-binary and gender-diverse young people and their families.

March: Time Out – Time In

PRWeek's Five Campaigns We Liked in March poll was topped – with three-quarters of the votes – by Time Out's rebrand to 'Time In', a clever, zeitgeist-grabbing bit of PR that dovetailed perfectly with the media outlet's new focus on virtual events.

April: CALM – #CALMComedyClub

PRWeek's Five Campaigns We Liked in April contest was won – with more than half the votes – by Twitter and male mental-health charity CALM, which brought stand-up comedy into people's social media feeds, raising awareness for the cause and providing some much-needed light relief. The Romans worked on the campaign.

May: Badoo – #BadooLoveLetters

PRWeek's Five Campaigns We Liked in May contest was comprehensively won – with nearly 90 per cent of the votes – by dating app Badoo, which used its outdoor advertising inventory to send thousands of messages from users to NHS and frontline workers at Piccadilly Circus. The Romans worked on the campaign.

June: Dove – Father's Day 'Taken'

PRWeek's Five Campaigns We Liked in June poll was won – with nearly 50 per cent of the votes – by a US-based Dove ‘Men+Care’ campaign for Father’s Day, centred on the Black Lives Matter movement.

July: Born Free Foundation – Creature Discomforts: Life in Lockdown

An extremely exciting Five Campaigns We Liked in July contest was eventually won – with more than a third of the votes – by a thought-provoking video campaign for the Born Free Foundation, using Aardman animations to show the plight of animals in captivity.

August: Badoo – Self-Love Thanks

Our Five Campaigns We Liked in August contest was won – with more than 50 per cent of the votes – by a bold campaign from The Romans for dating app Badoo, which thanked people for helping the national effort to stop the spread of COVID-19 by staying home and engaging in some 'self-love'.

September: Sky Arts – Spencer Tunick installation

A closely contested Five Campaigns We Liked in September poll was eventually won – with nearly half the votes – by Hope&Glory's cheeky stunt (with face coverings, of course) for Sky Arts' launch as a free-to-air channel on Freeview.

October: Cadbury & Age UK – The Originals

A thrilling, two-horse Five Campaigns We Liked in October race was won – with 52 per cent of the votes – by The Originals, a campaign from Cadbury and Age UK that featured Captain Sir Tom Moore as one of the UK's oldest podcast hosts, with the aim of tackling loneliness among older people.

November: Beano Studios – BeanOLD Visits Downing Street

The extended Ten Campaigns We Liked in November contest was won – with 45 per cent of the votes – by BeanOLD, a special adult’s edition of the Beano comic. It featured the likes of Captain Sir Tom Moore, Marcus Rashford and Dominic Cummings, and was sent to 10 Downing Street in a campaign that secured more than 370 pieces of media coverage. Taylor Herring provided the PR support.

Check out PRWeek's Communicators of the Year list here


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